The Kit dives further into experiential with pop-up

The Star Media Group-owned publication is looking to better engage its readers and play in the retail space.
BAYVIEW VILLAGE POP-UP- SEPTEMBER (KATHERINE HOLLAND, 2017)-20

Fashion and beauty magazine The Kit is looking to engage with its readership more — and it’s doing so through a collaborative pop-up shop.

For the month of September, the Star Media Group-owned publication is hosting a pop-up store in partnership with Bayview Village Shops, a mall in Toronto’s north end known for its upscale independent boutiques. The shop, known as the Haute Spot, is located centrally in the mall and will offer demos and classes in skincare, fitness, fashion, mindfulness and more.

“The industry is changing really rapidly, and we think it’s time we start playing more in the experiential space,” said Evie Begy, collaboration director for The Kit. The strategy is a combination of wanting to attract new readers, engage current readers, and also gather insights into readership tastes and needs. “The more we experiment, the more we can shape the direction we want to go in.”

Brands and retailers activating in the space include Ela Handbags, the Detox Market, Calii Love and others. The Kit‘s branding will be present throughout the store, and it will host events such as a “Making of a Magazine” panel on Sept. 8, discussing how working in the fashion journalism industry has changed in recent years, and a “Model for a Day” event, which gives shoppers a hair and makeup touch-up and a professional head shot.

Earlier this year, The Kit made its first step into the events industry with The Kit Connect Conference, a two-day educational event aimed at people looking to break into the beauty and fashion industry. Begy told MiC the conference, which saw 141 attendees (it had projected 100 attendees) served as a sign that the publication should aim for more face-time with its readers.

“The industry is changing really rapidly, and we think it’s time we start playing more in the experiential space,” said Begy. She said the strategy is a combination of wanting to attract new readers, engage current readers, and also gather insights into readership tastes and needs. “The more we experiment, the more we can shape the direction we want to go in.”

She said the Bayview Village location was chosen because of its alignment with The Kit‘s core readership group, which is generally in the higher income bracket.

The Kit currently has a weekly readership of 658,000 for its core print product within the Star Media Group, while its web site sees 225,000 average monthly unique viewers. It also distributes a Chinese edition within select Star Media Group papers (with a monthly circulation of 40,000) and a standalone “pop-up” print product, with a monthly circulation of 125,000.

The pop-up store is being promoted through The Kit‘s own print and digital properties, as well as on its Instagram.